145 Front Street apartments excited’ to be part of Worcester’s growth

Wednesday

Aug 15, 2018 at 2:24 PM

It’s not like anything available in the Worcester market. That was the line as officials from Roseland Development gave tours of the new luxury 145 Front at City Square apartment complex. With a pool, grills, golf simulation room, full gym offering virtually-guided workouts, reservable conference rooms and other amenities, the package is impressive and, likely, a step above any other apartment complex in Worcester.

But there’s another way it’s not like anything else in the Worcester market: the cost. At the low end, a studio apartment rents for about $1,450; at the high end, a two-three bedroom, two-bath unit, rents for $2,500. By comparison, the neighboring Grid apartment complex rents one-bedroom units at about $1,050 to $1,350, and a three-bedroom starts at $2,350.

Though the grand opening ceremony was held this week, Roseland has been leasing some of the apartments for several months. With only one of the two buildings in the complex opened, they’ve signed leases for about half of the 237 rooms currently available. The second building, which will open in the coming months, boasts an additional 128 units, for a total of 365 rooms.

Dawn Curto, Roseland’s senior vice principal of operations, said leasing was slow at first, but it’s starting to catch on.

“We’re very happy,” said Curto. “At the very beginning it went a little bit slower. I think people were shocked, they had sticker shock at the very beginning. Then they got here and they realized how beautiful it is. You get a lot when you live here, you really do.”

Along with the pool, the bocce court and the game room, there are other, less flashy amenities that create the package. Curto said rent includes concierge service, cable and internet and parking.

“People are not used to seeing this in Worcester, you know” she said. “But then you come see it and you fall in love.”

The 145 Front St. project is often touted as one of the marquee pieces in the downtown development renaissance often cited by city officials. It is part of the wider CitySquare initiative, which seeks to transform the blocks around Front, Church and Franklin Street. Also part of that initiative is the AC Marriott hotel, which opened earlier this year, and the parcel on which the soon-to-be-demolished Notre Dame church stands. The CitySquare project has been in the works in various forms since the early 2000s, and was sparked by a $65-million investment from the city and a $25-million investment from the state using District Improvement Financing tax incentives.

While 145 Front St. is open, the 10,000 square feet of street-facing retail space has yet to come online. The company has landed some tenants, including Fidelity Bank, which will occupy the corner piece, and some storefronts are still listed for lease. As officials seek to build a neighborhood in the area, on the site of the old Worcester Galleria, the retail and restaurant piece is crucial, and it was referenced by city officials at the ribbon cutting Tuesday.

City Manager Ed Augustus Jr. and Mayor Joe Petty were on hand at the ceremony. Both praised the project as one that will inject added vibrancy to downtown.

“Luxury apartments in downtown, that’s exactly what we’re looking for,” said Petty, adding the project will bring foot traffic, retail and help make downtown feel like a neighborhood active 18 hours a day.

Augustus said the facility is an impressive one, and part of an overall plan to transform downtown Worcester.

“It’s been a long time coming and as each building comes on line, as each project happens, we’re looking forward to the retail coming in and adding to the foot traffic and the vibrancy,” said Augustus.

Each development complements each other, Augustus said, mentioning the Grid specifically, and adds to residential density and foot traffic to downtown.

“We look forward to (Roseland’s) continued success here in Worcester and maybe a few more projects down the road,” said Augustus.

Curto, taking the mic after Augustus, said Roseland is proud to be part of Worcester’s master plan revitalization. As a company, Roseland seeks out transit-oriented locations, she said. With Union Station across the street, company leadership feels 145 Front Street is in line with that goal.

“We’re incredibly excited to be part of Worcester’s rapid transformation,” she said.

The development, which is 365 rooms total, comes alongside a larger investment in Massachusetts. The company has an additional 2,000 units, closer to the Boston market, Curto said.

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